Editor’s note: Neuro-Insight and Spotify are the winners of the 2022 B2B Research Project Award, a category in the Marketing Research and Insight Excellence Awards. This award acknowledges the creativity, effectiveness and innovation of B2B research. To find out more about the awards click here.

The digital streaming of audio has rejuvenated the category and Spotify is leading this space, delivering higher engagement to listeners and enabling brand breakthrough for advertisers. A sonic study conducted by Neuro-Insight, in partnership with Spotify, has allowed a better understanding of the true power of audio and Spotify’s distinct impact. The study helped identify why and how advertisers should be using Spotify to better reach their consumers. 

Culture has always been  built and fostered around myths, symbols, rituals, stories and songs. Sound has played an important role in our evolution and was once the main way we passed down information. Music has fueled what it means to be human and connects us to the thoughts and feelings of others we wish to understand. Audio has been going through a digital revolution, and the marketing community has not truly understood or embraced its power. 

In this study, we sought to reenergize the world of audio and make people rethink their preconceived notions of audio as a medium that can inspire audiences. We wanted to showcase the unique opportunities that brands have that differ from other channels and  explain the unique power and magic of audio through science. The digital streaming of audio rejuvenated the category, and Spotify is leading this space, delivering higher engagement to listeners and enabling brand breakthroughs for advertisers. The sonic study has allowed us to better understand the true power of audio in music and podcasts. This study helped identify why and how advertisers should useSpotify to reach consumers.

This study helped advance our...